Naming things! Naming things is hard. It’s been claimed that it’s one of the hardest parts of computer science. Now, this might sound surprising, but one of my favoritely named concepts is Kahneman’s System 1 and System 2.

I want you to pause for a few seconds and consider what comes to mind when you read just the bolded phrase above.

Got it?

If you’re familiar with the concepts of S1 and S2, then you probably have a pretty rich sense of what I’m talking about. Or perhaps you have a partial notion: “I think it was about…” or something. If you’ve never been exposed to the concept, then you probably have no idea.

Now, Kahneman could have reasonably named these systems lots of other things, like “emotional cognition” and “rational cognition”… or “fast, automatic thinking” and “slow, deliberate thinking”. But now imagine that it had been “emotional and rational cognition” that Kahneman had written about, and the effect on the earlier paragraph.

It would be about the same for those who had studied it in depth, but now those who had heard about it briefly (or maybe at one point knew about the concepts) would be reminded of that one particular contrast between S1 and S2 (emotion/reason) and be primed to think that was the main one, forgetting about all of the other parameters that that distinction seeks to describe. Those who had never heard of Kahneman’s research might assume that they basically knew what the terms were about, because they already have a sense of what emotion and reason are.